What Lean Brings to Product Marketing Management by Cindy F. Solomon, CPM, CPMM Global Product Management Talk Startup Product October 12, 2014 © Cindy F. Solomon [email protected]
What Lean Brings To Product Marketing Management
Nov 22, 2014
Silicon Valley Code Camp, October 12, 2014
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What Lean Brings to Product Marketing
Managementby Cindy F. Solomon, CPM, CPMMGlobal Product Management TalkStartup ProductOctober 12, 2014
© Cindy F. [email protected]
Cindy F. Solomon, CPM, CPMM
© Cindy F. [email protected]
•Host, Global Product Management Talk•Founder, Startup Product movement for product excellence•Contributing author: ProdBOK, Product Management And Marketing Body of Knowledge and 42 Rules Product Marketing #13 Emulate Twitter•20 years of web development, services, consulting & software product marketing and management at Apple, Vadem, NetObjects and start-ups in Silicon Valley. www.linkedin.com/in/cfsolomon/
November 20-23, 2014
The Product Summit is the community conference for developers, designers, founders & product managers: 4 full days of interaction, workshops, experts, team challenge & unconference to forward your product management career, product team effectiveness & product excellence.
Join the community: events.bizzabo.com/productsummit
WELCOME TO THE STARTUP PRODUCT FAMILY!Startup Product is a movement for product excellence. Startup Product welcomes everyone passionate about product excellence, regardless of title, industry, or stage of growth, to come together to share, learn and talk about what it really takes to produce products that people love and how to build sustainable businesses and revenue streams based on product excellence. There is a lifecycle that every product, startup, idea and project passes through to be realized. Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, scale, sustain growth, and generate revenue streams. Startup Product events and educational opportunities facilitate a holistic view of product and a strategic foundation for innovative approaches across disciplines.
WHAT IS SPECIAL ABOUT THE PRODUCT SUMMIT SF This year we bring even more activities and insights to make The Product Summit the only conference of its kind focused on achieving product excellence and forwarding product leaders across industry, function, product type and lifecycle. The Product Summit provides 4 days of interactive opportunities for executives, product teams and practitioners, who are passionate about product seeking to: learn how to manage products,find like-minded professionals and mentors, learn from the mistakes of others,get perspectives outside of their domain,acquire tools to forward their product at every stage of the product lifecycle,hone their craft for managing products across disciplines,discover the latest innovations and methodologies, and forward their careers.
4 DAYS OF INTERACTIVE PRODUCT IMMERSION
The Product Summit
November 20, 2014
Workshop DayNovember 21,
2014
Design Thinking
November 22, 2014
Product Camp SF
November 23, 2014
Future of Product, Productivity and Product Management
The single-track, lightning-talk format is designed to keep everyone in the same room, taking part in the same conversation.
2 Hour Workshops provided by practitioners to go deeper into subject matter. Participants may choose 4 workshops during the day.
Challenge to design sustainable, profitable and scalable solutions starting from the knowledge of the consumer and innovating in the business models.
Product Camp San Francisco is a community unconference: everyone is invited to propose topics and present and creating value throughout the day.
© Cindy F. [email protected]
1. What is Lean Product Marketing?
2. Distinctions between Product Marketing Management And Product Management
3. How is Product Marketing Management currently handled?
4. Move from Strategic View to Tactical implementation
5. Example of Lean Content Marketing Implementation
© Cindy F. [email protected]
The ability to learn faster than your competitors may be the only sustainable competitive advantage.
Arie de Geus
http://amzn.to/1hUX4fd
The Living Company
© Cindy F. [email protected]
What is Running Lean?•Speed, learning & focus•Testing a vision by measuring how customers behave•Engaging customers throughout the development process•Product and market validation done in parallel using short iterations
http://amzn.to/1fbBbpP
© Cindy F. [email protected]
View of Product
UX QA
Sales
Dev Marketing
Support
Customer smells something grey
© Cindy F. [email protected]
The goal and focus for any Product Marketing team is to conceive, develop, deliver, penetrate and end-of-life the most successful product(s) within its niche with successful repeat performances again and again.
- Peter Buscemi http://bit.ly/1oWyvml
Goal of Product Marketing
© Cindy F. [email protected]
Strategic Product Marketing Product marketing management plays a
critical role in successfully driving products into the marketplace by understanding the current market environment and developing strategy to drive customer awareness of the benefits of adopting products and solutions.
- Cindy F. Solomon Product Marketing Management Manifest 2010
http://bit.ly/1jnqEPK
© Cindy F. [email protected]
Product Marketing Activities• Strategic
– Market problems, win/loss analysis, distinctive competence , market definition, distribution, product portfolio, business plan, pricing, buy/build/partner, product profitability
• Technical– Competitive landscape, technology assessment, product roadmap, innovation, user
personas, requirements, use scenarios, status dashboard
• Marketing– Positioning, buying process, buyer persona, marketing plan, customer acquisition,
customer retention, program effectiveness, launch plan, thought leadership, lead generation, referrals & references
• Sales– Sales enablement, sales tools, sales process, collateral, channel training, presentations &
demos, special calls, event support, channel support
© Cindy F. [email protected]
Focusing on where the product is in its lifecycle enables a conversation that brings us all together on what will serve the product most to arrive at product/market fit, sustain growth and generate revenue streams. Startup Product
Cross Functional View
© Cindy F. [email protected]
Lifecycle of Products“In its early days, a technology cannot meet all the needs of its customers.
Early adopters need the technology and they are willing to suffer inconvenience to get it.
With time, the technology matures, offering better performance and higher reliability.
When the technology exceeds the basic needs of most of its customers, there is a major change in customer behavior.
Emotional reaction, pride of ownership, and pleasurability all can become major selling points.”
Donald Norman The Invisible Computer
Product Management Lifecycle
1. Conceive2. Plan3. Develop4. Qualify5. Launch 6. Deliver7. Retire
© Cindy F. [email protected]
AIPMM Product Management Framework
Product Management Product Marketing Product Management + Product Marketing
Product Management + Product Marketing
Source: AIPMM © 1998-2014, All Rights Reserved.
© Cindy F. [email protected]
http://amzn.to/1b5tQs5
1. CONCEIVE• To Answer – What is missing? • Is there a market? Opportunity? Need?• People buy products to get jobs done• Important to understand trends & needs
better than competitors• Identify ubiquitous pains & unmet necessities
© Cindy F. [email protected]
© Cindy F. [email protected]
There is a lifecycle that every product, startup, idea and project passes through to be realized that parallels
the “creative process.” Cindy F. Solomon, CPM, CPMM
2. PlanTo justify: Why Build it?• Market Requirements Doc (MRD)• Product Canvas / Business Model Canvas• One Page Overviews
To justify: What to build?• Product Requirements Doc (PRD)
© Cindy F. [email protected]
Positioning Statement Template
To: is the one
that
unlike .
(One Target/Persona Type)
(Product/Company Name)
(Category)
(Key Customer Benefit)
(Differentiator)
33
© Cindy F. [email protected]
http://amzn.to/1mr6Ew5
© Cindy F. [email protected]
3. Product Development “Product development is a
process by which an organization transforms data on marketing opportunities and technical possibilities into information assets for commercial production.”
- Kim B. Clark and Takahiro Fujimoto Product Development Performance
© Cindy F. [email protected]
MVPMinimal Viable Product “An MVP is about delivering real value to customers
for the purposes of maximizing validated learning.” - Shardul Mehta “It requires judgment to figure out, for any given
context, what MVP makes sense.” - Eric Ries
http://bit.ly/1djE0tP
© Cindy F. [email protected]
3. DevelopCreate & Communicate Roadmaps for
stakeholdersTo showcase: What is being Built Aligned with
business goals • Feature and schedule tradeoffs• Technical feasibility assessments• Slippage and risks
© Cindy F. [email protected]
4. Qualify• Continuous iteration• Beta testing for real world usage & interest
level
© Cindy F. [email protected]
6. Deliver = MarketContribute value in every interaction
http://bit.ly/1oWnoKh
Develop Lean Content• Write less and say more• Curate• Analyze Data • Create fast feedback loops • Provide on-demand messaging across
platforms
© Cindy F. [email protected]
© Cindy F. [email protected]
1. Develop strategies based on dynamics of online search, content marketing (brand journalism) and social media
2. Create great content that helps answer your target audience’s questions and solve their problems
3. Publish content on the web and across social media channels4. Promote content using search engine optimization, permission
based e-marketing and social media5. Manage, maintain, review, update and archive content on an ongoing
basis6. Collect, measure and analyze marketing data to assess
engagement, conversion rates, leads and sales
Lean Content Marketing
© Cindy F. [email protected]
• Twitter Is the Leanest Communication Vehicle• Twitter is a broadcast medium with no barrier to entry - anyone who is tuning into Twitter can pick up anyone else's signal.
© Cindy F. [email protected]
Why Twitter“The qualities that make Twitter seem inane and half-baked are what make it so powerful.”
Jonathan Zittrain, Harvard Law professor, Internet Expert, Author
© Cindy F. [email protected]
Global Product Management Talk Tweeted: “Let’s have a twitter chat for product managers!”Tweet traveled 7400 miles Designed Socratic Twitter Chat format Discovered Difficult to tweet & discuss complex issues Recorded thought leaders via Skype Became top 10 business podcast on BlogTalkRadio 3 years >100 podcasts >35k listeners/episode Community: >2000 SF members, >16 locationsConference: Startup Product Summit (2X SF)Unconference: Startup Product OpenTrainings: Startup Product Academy
© Cindy F. [email protected]
Power of Twitter Chats• Enables a parallel threaded discussion where many people can talk at once• Every voice is heard and documented• Watch the conversation • Identify & reach out to target market/customers/interests• Respond to a tweet/conversation on demand
© Cindy F. [email protected]
Benefits of Twitter Chats
• network• share knowledge• increase influence• showcase thought leadership• contribute value
© Cindy F. [email protected]
Recommended Tweet Format
“Please Retweet: [article name] [by @author]
[shortened URL] [optional comment] [#hashtag]”.
© Cindy F. [email protected]
Twitter Chat Best Practices
1.Strategize2.Plan3.Promote4.Produce5.Lean Content Marketing
http://bit.ly/11ZuMfZ
© Cindy F. [email protected]
Twitter Chat Format Socratic Method
• background content available prior to event• pre-posted questions provided by speaker for participants to answer• participants may answer on their social platform of choice • time boxed for live discussion• twitter conversation occurs before, during and after• enables capturing of educational material with conversation for on-demand viewing and consumption post event
© Cindy F. [email protected]
Twitter Chat Best PracticesPost Event
Following Each Twitter Chat
1. Capture tweets on storify http://storify.com/prodmgmttalk/ 2. Post transcript to slideshare 3. Post and repackage content across mediums
beyond Twitter scoop.it4. Blog 5. Reach out to local participants & meetup!
© Cindy F. [email protected]
Daily Content Promotion Tools
1. storify http://storify.com/prodmgmttalk/ 2. slideshare http://www.slideshare.net/CFSolomon/3. scoop.it http://www.scoop.it/u/startup-product
4. Bufferapp 5. Blog Medium, Tumblr, Wordpress, blogspot
6. Prlog http://startupproduct.com/broadcast-news/
© Cindy F. [email protected]
Thank you for sharing your precious time!Please connect!www.linkedin.com/in/cfsolomon/ @cindyfsolomon
Startup Product, movement for product excellence http://startupproduct.com @startupproduct
Global Product Management Talk, weekly broadcast@prodmgmttalk
Webcast Digest, daily curated online events @WebcastDigest
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